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A report on the Spices Board’s participation in the ‘Food Ingredients South America 2012’ held at Sao Paulo, Brazil
during 18 – 20 September, 2012
Submitted by :
Brajendra Deva Sarma Senior Field Officer
Spics Board Regional Office, Guwahati
Acknowledgement
It gives me immense pleasure in expressing my sincere thanks to Dr. A
Jayathilak, IAS, honorable Chairman, Spices Board, Govt. of India, Kochi for giving
me an opportunity to attend the Board’s participation in “Food Ingredients South
America” at Sao Paulo, Brazil, on behalf of Spices Board of India.
I also take the privilege to submit my thanks to respected Mr. S.
Sidaramappa, Director (Dev), Spices Board for his valuable guidance,
encouragement and vital suggestion.
I deeply obliged to Mr. V. S. Naresh, Assistant Director (Marketing) for
necessary arrangement to exhibit the show successfully.
Introduction:
Archaeologists estimate that from as far back as 50,000 B.C. humans had
used the special qualities of aromatic plants to help flavour their food. It seems quite
preposterous that men were once willing to risk their lives going to ends of the earth
in search of spices. Trade in the ancient world included the use of caravans with as
many as 4,000 camels carrying with them the treasures from the east, namely
spices. Now the spice trade is expanded beyond the imagination all over the world.
The fame of Indian spices is older than the recorded history. It is said that
Indian spices and her famed products were the main lure for crusades and
expedition to the East. The spice and spice product become more attractive as it is
not only adding colour, flavour and taste, but also consumption of spices provide
infinite health benefits.
India got a wide range of agro climatic conditions suited for its varied
cultivations. All kinds of spices can be produced from different parts of Indian soils.
That is how India got a unique position in the world as the largest producer of spices
producing 70 % of global spice production.
India’s share in world trade of spices is about 40-50% in volume terms and
25% in value terms. Thus, India’s demand and supply play an important role in the
world market. The intrinsic quality with clean and hygienic evokes more international
demand for Indian spices compared to other countries.
The Spices Board’s effort to develop spice exports and to make the
international link between the Indian exporters and importers abroad has been
acclaimed for the spice trade. The Spices Board with its core motive have
participated the international Fair – “Food Ingredients South America” held at Sao
Paulo in Brazil.
Myself Brajendra Deva Sarma, Senior Field Officer, Spices Board, Regional
Office, Guwahati participated the “Food Ingredient South America” on behalf of
Spices Board held at Expo Center Norte of Sao Paulo in Brazil during 18 to 20
September, 2012. Four spice exporters from India were also given the opportunity to
showcase their products in the Spices Board’s stall during the fair.
The Country Brazil and its Food habit:
Brazil is the largest country in South America, and the fourth-largest country in
the World. It lies on the East Coast of South America. It is boardered on the north by
Venezuela, Guyana, Suriname and the French overseas region of French Guiana;
on the northwest by Colombia; on the west by Bolivia and Peru; on the southwest by
Argentina and Paraguay and on the south by Uruguay. The mighty Amazon river, the
world’s second-longest river after the Nile in Egypt, flows across northern Brazil. The
area around the Amazon River is known as one of the world’s largest rainforests.
About one-forth of all the world’s known plants are found in Brazil.
Brazilian economy is the world’s sixth largest by nominal GDP and the
seventh largest by purchasing power parity (as of 2011). It has large and developed
agricultural, mining, manufacturing and service sectors, as well as a large labour
pool. Brazilian exports are booming and the major export products include aircraft,
electrical equipment, automobiles, ethanol, textiles, footwear, iron ore, steel, coffee,
orange juice, soybeans and corned beef. Brazil is the third largest exporter of
agricultural products in the worlds. Its population as per 2010 census is 190,946,886
with the geographical area of 8,514,887 square kilometer. The official language is
Portuguese.
Brazilian cuisine varies greatly by region, reflecting the country’s mix of native
and immigrant populations. The country’s national dish is called Feijoada. – a dish
made with black beans, pork, rice, collard greens, cassava flour and orange.
Everyday meal consist mostly of rice and beans with beef and salad. It is common to
mix it with cassava flour. The national beverage is coffee and cachaca is Brazil’s
native liquor. Brazil is a large country made up of many different cultures. Each
region has a different food specialty. The Portuguese arrived in Brazil in 1500 and
brought their tastes and style of cooking with them. Brazilian use many eggs, fruits,
spices (such as cinnamon and cloves), and sugar to make sweet treats, such as
amrosia. They also use savory seasonings such as parsley and garlic. Other
nationalities that settled in Brazil were Japanese, Arabs, and Germans. More than
one million Itanians had migrated to Brazil by 1880. Each immigrant group brought
along its own style of cooking and tastes.
Sao Paulo – the host state:
Sau Paulo is the major industrial and economic powerhouse of the Brazilian
economy. It is the capital of Southeastern state of Sao Paulo. Named after Saint
Paul, Sao Paulo has the largest population, industrial complex and economic
production in the country. It is the richest state in Brazil and also the largest city in
South America, though inequality between the classes is blatant. Historically
attractive to immigrants as well as Brazilians from other state, it is one of the most
diverse cities in the worlds. It is in fact a great city with its own idiosyncrasies, the
exquisite way of living of its inhabitants and diverse regional and international cuisine
available to all tastes. If there is a major attraction to this city, it is the excellent
quality of its restaurants and the variety of cultural activities on display. Due to its
varied cuisine, the culinary need for spices is very high. The city, which is also
colloquially known as “sampa” of “Cidade da Garoa” (City of drizzle), is also known
for its unreliable weather, its architecture, gastronomy, severe traffic congestion and
multitude of skyscrapers.
Expo Centre Norte – the exhibition centre:
A prime business hub for all trade related activities, the Expo Center Norte is
one of the most important exhibition centers in Sao Paulo, Brazil. Spread across an
area of more than 6,00,000 square meter of exhibition space, the Expo Center Norte
offers around 98,000 m2 of highly flexible and versatile exhibit area. A one of a kind
conference facility in Latin America, the Expo Center Norte acts as the focal point for
drawing all major exhibitions and trade related events and in creating potential
business opportunities between the exhibitors and buyers. As per records from its
inception in 1993, so far 1,800 events have been conducted with 1,70,000 exhibitors
and over 30 million visitors.
Food Ingredients South America (FiSA) and the organizer:
Launched in 1995, Food Ingredients South America (FiSA) is renowned as
the food ingredients industry’s key gateway into the rapidly emerging South
American market. South America is becoming one of the world’s largest markets for
food consumption and FiSA offers a unique opportunity to engage with this
increasingly sophisticated and economically-growing region. The show brings
together ingredient suppliers with finish food manufacturers, focusing on the local
market and facilitating exchange of information between international players and
local producers.
Taking place every two years and attracting all of the major food processors,
Fi South America is the region’s dedicated event for this sector. With more than
10,000 food and beverage professionals, FiSA 2012 is the largest gathering of
ingredients buyers and decision makers in Brazil. With the mix of financial and
political stability, the South American processed food market is developing at 18%
per annum. There are 400 million consumers in the region and purchasing power is
increasing annually. Health and functional foods enjoys an impressive 13% growth
rate in South America.
UBM Live is the organizer of the FiSA. UBM Live is a division of UBM Plc., a
leading global business media company. They inform markets and bring the world’s
buyers and sellers together at events, online, in print and provide them with the
information they need to do business successfully. Their focus is on serving
professional commercial communities, from doctors to game developers, from
journalists to jewellery traders, from farmers to pharmacists around the worlds.
Some Brazilian spices:
Brazil is home to one of the most popular cuisine in the world. Brazil also boasts
one-fourth of the world’s plants, including some of the most famous and rare spices.
Brazilians use these spices in foods that are hot, spicy and savory, including
feijoada, a traditional meat stew. Some of the Brazilian spice/spice mixture are given
below:
1. Tempero Baiano: The spice is particularly versatile, meaning it can
complement most meals and make them lively, tasteful and spicy. A common
mixture for tempero baiano consists of one tablespoon of cumin seeds; half a
tablespoon of dried parsley, turmeric and white peppercorn; a quarter
tablespoon of crushed red pepper; and one tablespoon of fresh oregano
leaves.
2. Paracress: The leaves and flowers of the plant is use as spice. It is used in
aboriginal and tribal dishes.
3. Annatto: This flavouring agent is also used in the dyeing of foods such as
cheese, butter and smoked fish. The spice has been widely exported and is
particularly well-used in the Philippines.
4. Besides the above the common spices like garlic, bay leave and cayenne
pepper find their way into the Brazilian cooking.
Activities in the Fair:
Starting at 10.00 P.M. on 16/09/2012 from Cochin and after a long continuous
flight journey from Cochin to Bombay then to Doha and finally to Sao Paulo, I
reached Guarulhos Airport, Sao Paulo at around 4.30 P.M. of Brazil time on
17/09/2012. Indian time is 8.30 hours ahead of Brazil time. From the Airport, directly
I went to the Exhibition venue “Expo Centre Norte” which is approx 30 km from
Airport. After taking necessary exhibitor badges and arrangement for the extra
furniture from the Organizer, I have arranged the stall with available facilities.
The Spices Board has been allotted the Stall No. 127 with 4X4 square meter
area.
The stall has been arranged with the available spice samples, banners,
broachers/ leaflets supplied from the Board’s Office.
Four spice export companies from India had also been given opportunity by
the Board to participate the Fair in the Board’s stall. The exporters had been given
space for showcasing their products and interaction with the visitors. The
participated exporters’ details are given below:
1. Mr. Haris Naina
Associate Business Head
Kancor Ingredients Ltd.
Ernakulam, Kerala
2. Mr. Kiranjeet Singh
Director
Herbs N Spices International
L.B.S. Marg, Mumbai
3. Mr. Sarath Krishna
Assistant Manager Marketing
BOS Natural Flavours (P) Ltd
Muvattupuzha, Kerala
4. Mr. Haider Meghani
Natural Dehydrated Vegetables (P) Ltd.
Bhavnagar, Gujarat.
The fair was held for 3 days from 18/09/2012 to 20/09/2012. All total 230 Nos.
of stall from more than 15 countries participated in the Fair.
The Board’s stall was arranged well before 11.00 A.M. on the first day. The
fair was started at 12.00 noon. The visitors comprising the buyer, agent, broker,
company mangers from food & beverage industries and people with general interest
on spice and spice products visited the Board’s stall. During the direct interaction,
the importance of Indian spices, its availability and quality were tried to present
before the visitors. The enquiries on the spices and spices products, essential oils
and oleoresins were listed according to the interest of the visitors. The spice
exporters from India participated in the Board’s stall had got good opportunities to
interact directly with the interested buyers for their suited products.
The enquiry were mostly on the availability of the spices like cumin seed, chilli
powder, mint, nutmeg & mace, different product of pepper, chilli (whole & powder),
Turmeric powder, cinnamon, cardamom powder, coriander etc. with different grades
and qualities. It is observed during the fair that buyers are giving more importance to
the value added products like oils, oleoresins and spice extracts although demand
for cumin seed, nutmeg powder, chilli powder, Garlic flakes and blended spices are
also very high. It was very interesting to observe that the buyers interested on the
Indian spices were not only from Brazil, however buyer from Colombia, Peru,
Venezuela, Chile, Paraguay were also visited the Spices Board’s stall with more
enthusiasm. It is observed during the discussion with the buyers that although some
buyers are importing the spices from China or other countries, their interest are now
changed to India for its good quality and aroma. Some buyers although importing
spices from some Indian companies, now they are desiring to shift to other faithful
sellers. A strong feeling of presence of local agency in strategic areas in Brazil /
importing countries from the Indian spice exporting companies for facilitating easy
contact were observed during the discussion with the buyers. Since language and
communication is a remarkable factor in the spice trade in Brazil as well as in South
America hence, local agents/brokers playing the vital role in this sector. Common
spices, its powder form with various grades and value added products were main
queries, however queries on the supplier of Bhut Jolokia by one buyer was very
interesting since the product is available from N.E. Region of India only.
The exhibition was ended by the 8.00 P.M. of 20/09/2012.
The photographs of the events in the fair are appended in the Annexure I
The business enquiries made during the fair by the buyers / agents were
appended in the Annexure II.
Brazil – important destination for spice trade from India:
India is exporting spices like cumin, chilli, tumeric, nutmeg & mace, mint
products, coriander, celery, fennel, fenugreek, spice oils & oleoresins, etc. to Brazil
every year. Out of this cumin, chilli, mint products, turmeric and oils & oleoresins are
exported with remarkable quantities. As per the provisional estimates, India exported
5507.97 MT of spices with 15739.82 lakhs in value to Brazil during 2011-12.
Brazil, being the largest and economically developed country in South
America, become the important destination for exporting Indian spices since its use
in Brazilian cuisine increasing every day. There are good demands for spice and its
value added products in the Latin American countries including Brazil for its demand
in individual household and in internationally famous restaurants. Hence there is
good scope to increase the export of spices from India with more awareness on
Indian spices and accessibility of exporting companies to the buyers.
Market Survey:
A market survey was conducted on 21/09/2012. Although it was decided to
cover the important supermarkets and Govt. markets, the severe traffic congestion
during the day limited my plan. Moreover, the market survey day was Friday which
was happened to be the week end day in Sao Paulo. It is learnt that the Friday is
mostly having the traffic congestion problem as the local people used to go for
outings on Friday. Depending on the level of market with purchasing power of locals,
markets are very high, Middle and low income group shopping. I had chosen the
Santa Luzia as High group, Higienopolis & Zaffari/Barboun as middle and Municipal
market as middle to low income group market.
It is observed during the survey that most of the spices like chilli (whole &
Powder), cumin (Whole & powder), Cinnamon, Mint, Oregano, Garlic ( Flakes and
Powder), Pepper (Whole & Powder), Turmeric Powder, Ginger (Flakes, dry & raw
form) are available in all kind of markets. However, the main difference is the type of
packaging with more attractive pack either in polythene pack or attractive glass bottle
pack in the Supermarkets and general polythene pouches or bottles in Municipal
market. The spices are available in packs varying from 20 gm to 500 gm and the
prices vary with the markets. As per the discussion with the manager of the markets,
it was learnt that although the spices were brought from different countries/sources,
the local companies finally make the products with their brand name. The different
type of chillis either in sauces in bottle in the super markets or in fresh form in
Municipal Market are very much used by the people of Sao Paulo. Spices that are
more demand in the markets are cumin, chilli, curry powder, coriander, mint,
cinnamon and nutmeg. The prices of the spices varies with market viz. in Santa
Luzia: 20 – 200 gram pack spice prices varies from 3,20 to 18,3 BR; in Zaffari (
Barboun): 10 to 100 gram pack spice prices varies from 1,15 to 8,30 BR ;
Higienopolis: 50 to 100 gram pack spices price varies from 13 to 17 BR ; Municipal
market 50 to 500 gram pack spices price varies from 3 to 19 BR.
The photograph of the market survey is appended in the Annexure I.
Suggestion to improve the fair stall:
1. Considering the available sample, banner and the space for the exporters, the
stall size and furniture facility were seems to be insufficient. During the peak
hours the visitors were briefed and discussion were made with the limited
sitting capacity .Hence optimum space may be booked for display.
2. Exporters requested for individual display table/sitting arrangement in the
Board’s stall for which they may be asked for higher participation fee.
3. The stall of the other exhibitors from other countries have displayed with lots
of attractive panels, brouchers and free samples of their products. Some
visitors/ well-wishers of Indian spices advised to make the Spices Board’s stall
more attractive with details of Indian spices on display. The stall can be
decorated with more nos. of attractive small banners with details of spices and
its different grades.
Return Journey:
With experience of the severe traffic congestion problem on the last day, it
was possible to reach the Guarulhos Airport of Sao Paulo in the mid night of
21/09/2012 and in the early hours of 22/09/2012 at 2.15 a.m. I have started my
return journey from Sao Paulo. The return journey was ended at early hours of
24/09/2012 at 4.00 a.m. at Cochin Airport after halting for about 21 hours at Doha,
Qatar.
On reaching the H.O., Cochin, The FiSA exhibition programme was briefed to the
honorable Chairman, Spices board along with spice samples brought from the Sao
Paulo. The analytical reports of the some of the sample collected from the Sao Paulo
as received from the QEL, Cochin is appended in Annexure III.
With the journey started from Guwahati on 11/09/2012 and return to the same on
27/09/2012, I feel the work assigned to me for participating in the FiSA, 2012 on
behalf of the Spices Board has been done satisfactorily.
Annexure – I:
Expo Center Norte :- FISA 2012 exhibition centre.
Spices Board’s stall of FISA 2012 at Expo Center Norte
Spices Board’s stall with 4 export companies ( from left : Mr. Haider Meghani of Natural Dehydrated
Vegetables (P) Ltd, Gujarat; Mr. Haris naina of Kanchor Ingredients Ltd, Kerala; Mr. B.D. Sarma,
Senior Field Officer, Spices Board,; Mr. Kiranjeet Singh of Herbs N Spices International, Mumbai; Mr.
Sarath Krishna of BOS Natural Flavours (P) Ltd, Kerala)
B.D. Sarma, Sr. Field Officer, Spices Board (first from left) Interacting with visitors
Visitors enquiring on the Indian spices
B.D. Sarma, Sr. Field Officer, Spices Board (fourth from right standing) with visitors
at the stall
Visitors in Board’s stall
Visitors enquiring on the Indian spices in Board’s stall
Visitors in the Board’s stall
Visitors at Board’s stall
Municipal Market at Down Town, Sao Paulo
Higienopolis Market at 618 Ponto 31 Piso Villaboim, Sao paulo
Chili shop at Municipal market
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